By Dana Thomas | Digital and Social Media Strategist

It’s been a rocky couple of years for all of us, but one thing that has kept us connected throughout is social media. Social media engagement increased 61% during the first part of the pandemic, as people sought ways to stay connected while being safe at home. Two years into this though, it’s tough to predict how social media users will behave moving forward.

Some have embraced social media to avoid feelings of isolation and boredom, while others have chosen to leave it behind due to anxiety and fatigue. But for those of us who work in social media or have a vested interest in maintaining a social media presence for our brands, it’s important to know what to focus on in 2022.

Social Media for Commerce

We saw social media take on a growth role during a pandemic, primarily that of facilitating shopping online. Whether you were needing to order new N95 masks for the family from Amazon, or just idly window shopping and stumbling across that really cute sweater, social media picked up the slack and moved with speed.

That included utilizing influencers and creators to help amplify product marketing. Platforms like Tik Tok and Instagram are quickly becoming the space for creators and retailers. Did you know that 60% of Gen Z’ers use Instagram to discover and make purchases online? If you’re in the B2C space, you’ll need to ramp up your e-commerce strategy for social media this year.

Video is here to stay

Video has always performed well on social media, but we’ve witnessed serious growth and adoption of video for social media marketing. Instagram has invested heavily in its new Reels feature, and we’ll see continued adoption of using Reels in 2022. It’s important to note that while video may not translate into increased sales overall, it will increase user engagement. Engagement is paramount for brand and product discovery among users, and for the people who do opt into your product, they will evangelize on your behalf (if they’ve had a positive purchase experience – gotta take the good with the bad!).

We should also note that 85% of video viewed on Facebook is without sound. If you want to make sure your message is getting across, it’s helpful to include closed captioning moving forward. There’s a lot of chatter about whether to keep videos short and sweet, or having more long-form content. Tik Tok and Reels make it easy to keep it short, but generally speaking, it’s best to keep your videos three minutes or shorter.

Customer Service

We should probably evergreen this content moving forward, but social media users have discovered that it’s easy and convenient to contact brands on social media for questions, complaints and general customer service. You need to have a designated person who can be in charge of responding to comments and DMs, resolving issues and answering questions. If this is not something that your brand has now, it’s time to prioritize it.

More Social Advertising

Social media ads will continue to increase in effectiveness and popularity. Recent stats have shown that social ads have become more compelling because of how social networks leverage user information. This includes browsing habits or demographics that help provide users with advertisements that will actually speak to them and encourage purchase.


We’ve also seen many of our clients hop on the podcast bandwagon, and we’ll continue to see podcasts grow in 2022. One of the key elements of a successful podcast is providing information to users that they genuinely are interested in hearing. Using social media to solicit questions or comments from your listeners will help inform your podcast content moving forward.

Podcasts are an easy way for your prospective and existing customers to stay informed and learn more about you, but that information need to be accessible. We’ve seen a shift into exclusive podcast content on platforms like Spotify, which isn’t necessarily a good thing. One thing’s for sure: if you are planning to enter the podcast arena, you’re likely wanting to better understand your ROI. It’s an evolving science at the moment, and not very many podcasting tools offer this information, but there are some rudimentary ways to measure your podcast’s success.

Got questions for us? Let us know how we can help.